Marketing Plan
Tenant acquisition strategy, brand positioning, and pre-opening marketing.
1. Marketing Strategy Overview
Target Market
Luxa Salon Suites targets independent beauty professionals seeking private workspaces in the South Riding, Virginia market. The primary audience includes:
- Licensed cosmetologists transitioning from booth rental or traditional salon employment
- Established beauty professionals with 40+ existing clients seeking independence
- Estheticians, nail technicians, and massage therapists requiring private workspace
- Professionals seeking suites closer to South Riding (validated geographic gap)
Positioning Strategy: Quality-Value Leader
Luxa positions as the quality alternative at competitive market rates, combining:
| Dimension | Positioning |
|---|---|
| Price | Competitive with market ($325-$425/week) |
| Quality | Premium build quality (STC 48-52 soundproofing, CRI 90+ lighting) |
| Service | Owner-operated concierge model (personal attention vs. franchise management) |
| Location | First in South Riding (filling geographic gap for 106,000+ residents) |
Marketing Approach
The marketing strategy emphasizes relationship-based outreach appropriate for the tight-knit beauty community:
- Non-pressure, authentic engagement that builds trust
- Direct outreach to validated demand sources (beauty professionals in the South Riding/Centreville area)
- Grassroots local marketing through beauty supply stores and professional networks
- Strategic social media presence for visibility and lead generation
2. Pre-Opening Marketing Timeline
Phase 0: Brand Foundation (Lease Signing - 12 weeks before opening)
Duration: 2-4 weeks Objective: Establish brand presence and capture early interest
| Activity | Timeline | Investment |
|---|---|---|
| Business registration and LLC formation | Week 1 | $100 |
| Social media handles (@LuxaSalonSuites) | Week 1 | $0 |
| Domain reservation (trivalsalonsuites.com) | Week 1 | $20/year |
| Logo design and brand assets | Week 2-3 | $200-$500 |
| Google Business Profile ("Coming Soon") | Week 2 | $0 |
| "Coming Soon" landing page | Week 3-4 | $50 |
| Email system setup | Week 3 | $6/month |
Phase 0 Investment: $350-$700
Phase 1: Awareness Building (8 weeks before opening)
Duration: 4 weeks Objective: Build interest list and begin direct outreach
| Activity | Timeline | Investment |
|---|---|---|
| Tier 1 direct outreach (local beauty professionals) | Weeks 1-4 | Time only |
| Social media content launch (4x/week) | Week 1+ | $0 |
| Facebook group engagement | Week 1+ | $0 |
| Business cards (500 with QR code) | Week 2 | $50 |
| Flyer design and printing (200) | Week 3 | $100 |
| Beauty supply store distribution | Week 4+ | $0 |
| Interest list incentive launch | Week 1 | $0 |
Phase 1 Investment: $150 Target Metrics: 30-50 interest list signups, 200-500 social followers
Phase 2: Lead Generation (4 weeks before opening)
Duration: 4 weeks Objective: Convert interest list to signed leases
| Activity | Timeline | Investment |
|---|---|---|
| Pre-lease incentive announcement | Week 1 | $0 |
| Virtual tour video creation | Week 1-2 | $100 |
| Tier 2-3 outreach expansion | Weeks 1-4 | $0 |
| Instagram ads (targeted local) | Weeks 2-4 | $200 |
| Suite information sheets | Week 2 | $50 |
| Rate cards printing | Week 2 | $30 |
| Physical tours begin | Week 3+ | $0 |
| Referral program soft launch | Week 4 | $0 |
Phase 2 Investment: $380 Target Metrics: 4-6 signed leases, 20-30 tours completed
Phase 3: Conversion Push (2 weeks before opening)
Duration: 2 weeks Objective: Fill remaining opening suites, build launch momentum
| Activity | Timeline | Investment |
|---|---|---|
| "Last Suites Available" urgency campaign | Weeks 1-2 | $0 |
| Final pre-lease incentive deadline | Week 2 | $0 |
| Grand opening planning and invitations | Weeks 1-2 | $100 |
| Press release to local media | Week 2 | $0 |
| Exterior and interior signage installation | Week 2 | $500-$800 |
| Google Business Profile update to "Open" | Week 2 | $0 |
Phase 3 Investment: $650-$950 Target Metrics: 6-7 signed leases (35% occupancy), 50+ grand opening RSVPs
Phase 4: Launch (Opening month)
Duration: 4 weeks Objective: Celebrate opening, generate momentum, continue lease-up
| Activity | Timeline | Investment |
|---|---|---|
| Grand opening event (ribbon cutting, tours) | Week 1 | $300-$500 |
| Social media blitz (daily content) | Weeks 1-2 | $0 |
| Tenant spotlight posts | Week 2+ | $0 |
| Local networking events | Weeks 2-4 | $50-$100 |
| Google and Yelp review requests | Week 2+ | $0 |
| Ongoing Tier 3-4 outreach | Weeks 1-4 | $0 |
Phase 4 Investment: $400-$650 Target Metrics: 40-60 grand opening attendance, 8-9 signed leases (45% occupancy)
3. Marketing Channels & Tactics
Channel Priority Matrix
| Channel | Priority | Budget | Expected Leads | Expected Leases |
|---|---|---|---|---|
| Direct outreach (local beauty professionals) | Tier 1 | Time only | 15-25 | 4-8 |
| Referrals from signed tenants | Tier 1 | $200/referral | 5-10 | 2-4 |
| Instagram (organic + paid) | Tier 2 | $100/month | 10-15 | 3-5 |
| Facebook groups | Tier 2 | Free | 5-10 | 2-3 |
| Google Business Profile | Tier 3 | Free | 5-8 | 1-2 |
| Beauty supply stores | Tier 3 | $50/month | 3-5 | 1-2 |
| Cosmetology school partnerships | Tier 3 | Free | 3-5 | 0-1 |
Social Media Strategy
Primary Platform: Instagram Secondary: Facebook, TikTok
| Platform | Content Frequency | Focus |
|---|---|---|
| 4-5 posts/week | Suite tours, construction progress, lifestyle | |
| 2-3 posts/week | Local community, professional groups | |
| TikTok | 1-2 posts/week | Behind-the-scenes, transformation content |
Content Pillars:
- Build Progress (30%): Construction updates, milestones, before/after
- Suite Features (25%): Lighting, finishes, amenities, virtual tours
- Professional Tips (20%): Business advice for independents
- Lifestyle/Aspiration (15%): Independence, entrepreneurship
- Community (10%): South Riding area, local events, tenant features
Direct Outreach Strategy
Tier 1 Targets (Highest Priority):
- Beauty professionals in South Riding, Centreville, and Stone Ridge areas
- Professionals at traditional salons seeking independence
- Beauty professionals posting about suite availability on social media
Approach:
- Personal, non-salesy messaging
- Lead with value proposition (first salon suites in South Riding, zero commute)
- Emphasize owner-operated service differentiation
- 3-touch minimum follow-up sequence
Expected Results: 30-50% conversion rate from Tier 1 contacts
4. Sales Process
Six-Step Tenant Acquisition Flow
| Step | Activity | Timeline | Key Actions |
|---|---|---|---|
| 1 | Initial Contact | Day 0 | Phone, DM, or in-person introduction |
| 2 | Qualification | Days 1-3 | Verify license, assess fit, understand needs |
| 3 | Tour Scheduling | Days 2-5 | Confirm date/time, send reminder |
| 4 | Facility Tour | Day 5-10 | 20-30 minute walkthrough, needs assessment |
| 5 | Application | Days 5-14 | Application submission, credit/reference check |
| 6 | Lease Signing | Days 10-21 | Approval, lease execution, move-in coordination |
Tour Protocol
Pre-Tour Preparation:
- Confirm appointment 24 hours in advance
- Review prospect notes (tier, source, stated needs)
- Ensure facility is clean and show-ready
- Have rate cards and application materials ready
Tour Route (20-30 minutes):
- Entrance and first impression (2-3 minutes)
- Common areas - reception, break room, laundry (3-5 minutes)
- Suite presentation by type (10-15 minutes)
- Closing discussion and next steps (5-7 minutes)
Post-Tour Follow-Up:
- Same day: Thank you message with rate card
- Day 3: Check-in if no response
- Day 7: Additional follow-up with incentive reminder
- Day 14: Final touch, keep door open
Conversion Targets
| Metric | Target |
|---|---|
| Inquiry to Tour | 50-60% |
| Tour to Application | 30-40% |
| Application to Approval | 90%+ |
| Approval to Lease | 95%+ |
| Overall Inquiry to Lease | 15-25% |
| Average Days to Close | 14-21 days |
5. Incentive Structure
Pre-Lease Incentive Tiers
| Tier | Availability | Benefits | Total Value |
|---|---|---|---|
| Founding Members | First 6 tenants (pre-construction) | Free first week + 5% discount for 6 months + 50% deposit reduction | $641-$867 |
| Pre-Opening | Tenants 7-12 (before opening) | $100 credit + 6-month rate lock | ~$100 |
| Opening Month | Month 1 signups | $50 welcome credit | $50 |
Referral Program
| Referrer Type | Incentive | Timing |
|---|---|---|
| Current Tenant | $200 rent credit | After referee's 90-day milestone |
| New Tenant (Referee) | $100 rent credit | After own 90-day milestone |
Program Terms:
- Credits applied as rent reduction, not cash
- One referral credit per new tenant
- Referee must sign minimum 6-month lease
- Limit of 3 referral credits per tenant per year
Expected Referral Yield: 2-4 leases annually ($600-$1,200 cost)
6. Marketing Budget
Pre-Opening Marketing Budget
| Category | Pre-Opening Investment |
|---|---|
| Brand foundation (logo, domain, registration) | $400-$700 |
| Print materials (cards, flyers, rate cards) | $230 |
| Social media advertising | $200 |
| Signage (exterior and interior) | $500-$800 |
| Grand opening event | $350-$600 |
| Website/hosting | $100-$150 |
| Contingency (25%) | $480-$710 |
| Total Pre-Opening | $2,260-$3,170 |
Budgeted Amount: $3,500-$4,500 (includes contingency buffer)
Ongoing Monthly Marketing Budget
| Category | Monthly Budget | Annual |
|---|---|---|
| Social media boosting | $50-$100 | $600-$1,200 |
| Content creation tools | $0-$50 | $0-$600 |
| Community events | $50-$100 | $600-$1,200 |
| Print material replenishment | $0-$50 | $0-$600 |
| Referral credits (as earned) | $0-$200 | $0-$2,400 |
| Total Monthly | $100-$400 | $1,200-$4,800 |
Planned Ongoing Budget: $200-$400/month ($3,000/year)
Budget as Percentage of Revenue
| Period | Marketing Budget | Revenue | % of Revenue |
|---|---|---|---|
| Pre-Opening | $3,500 | $0 | N/A (investment) |
| Year 1 | $6,500 (pre-opening + ongoing) | $185,871 | 3.5% |
| Year 2 | $3,000 (ongoing) | $235,684 | 1.3% |
| Year 3 | $3,000 (ongoing) | $242,720 | 1.2% |
7. Sales Targets
Occupancy Milestones
| Milestone | Target | Timing |
|---|---|---|
| Letters of Intent signed | 4-5 | Pre-construction |
| Pre-opening tours completed | 20-30 | 6-8 weeks before opening |
| Opening occupancy | 35% (6-7 suites) | Opening day |
| Month 3 occupancy | 65% (12 suites) | +3 months |
| Month 6 occupancy | 75% (13-14 suites) | +6 months |
| Stabilization | 85% (15 suites) | +9-12 months |
Monthly Lease Targets (Year 1)
| Month | Target Occupancy | Net New Leases Needed |
|---|---|---|
| Opening | 35% (6-7 suites) | 6-7 |
| Month 1 | 42% (7-8 suites) | 1-2 |
| Month 2 | 49% (9 suites) | 1-2 |
| Month 3 | 56% (10 suites) | 1-2 |
| Month 4-6 | 70% (12-13 suites) | 2-3 |
| Month 7-9 | 85% (15 suites) | 2-3 |
| Month 10-12 | 85% (15 suites) | Replacement only |
Lead Pipeline Requirements
| Period | Weekly New Inquiries | Monthly Tours | Monthly Leases |
|---|---|---|---|
| Pre-Opening | 5-8 | 8-12 | 2-3 |
| Months 1-3 | 4-6 | 6-8 | 2-3 |
| Months 4-9 | 3-4 | 4-6 | 1-2 |
| Stabilized | 2-3 | 3-4 | Replacement (0-1) |
8. Lead Tracking
Simple Spreadsheet Approach
Appropriate for 18-suite scale, the lead tracking system uses a spreadsheet with four tabs:
- Active Leads - Current prospects in pipeline
- Converted - Successfully signed tenants
- Lost - Prospects who did not convert
- Referrals - Referral program tracking
Lead Status Stages
| Stage | Definition | Target Duration |
|---|---|---|
| Inquiry | Initial contact received | <24 hours |
| Scheduled | Tour date confirmed | 1-5 days |
| Toured | Completed facility tour | 1-7 days |
| Applied | Application submitted | 1-3 days |
| Approved | Application approved | 1-2 days |
| Signed | Lease executed | 1-3 days |
| Moved-In | Tenant occupying suite | Complete |
Weekly Pipeline Review
Review Cadence: Every Monday (30 minutes)
Key Metrics to Track:
- Total active leads by tier
- Conversion rate by stage
- Days in each stage (flag if >7 days)
- Source effectiveness
- Overdue follow-ups
Monthly Conversion Analysis
| Metric | Target | Action if Below |
|---|---|---|
| Inquiry-to-tour rate | >50% | Review initial outreach messaging |
| Tour-to-application rate | >35% | Review tour script, improve closing |
| Weekly new inquiries | >3 | Increase outreach activity, ad spend |
| Tier 1-2 leads in pipeline | >50% | Intensify direct outreach |
Marketing Plan Summary
The marketing strategy for Luxa Salon Suites emphasizes:
-
Cost-Effective Approach: Total marketing investment of $6,500 in Year 1 (3.5% of revenue), declining to 1.2% at stabilization
-
Relationship-Based Outreach: Leveraging the tight-knit beauty community through direct, authentic engagement rather than mass advertising
-
Validated Demand Focus: Prioritizing Tier 1 outreach to local beauty professionals in the underserved South Riding/Centreville area
-
Clear Occupancy Targets: 35% at opening, 65% by month 3, 85% by month 9-12
-
Systematic Process: Documented sales process with clear metrics, follow-up sequences, and pipeline management
-
Incentive Strategy: Tiered pre-lease incentives that reward early commitment while maintaining profitability
This approach aligns with the lean, owner-operated business model and reflects best practices for independent salon suite facilities entering markets with validated demand.
Marketing & Sales Plan prepared for SBA 7(a) Loan Application Luxa Salon Suites - Phase 14 Business Plan Assembly
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